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对于张爱玲,许多人仅从文学角度进行研究,本文采取文学与广告相结合的研究方法,探求张爱玲作品中隐性广告文本的夸张广告,这些广告不仅具有艺术的韵味,也具有广告文本的本质特征,但其又不单纯是现实夸张广告的反映。先列举作品中的部分夸张广告,再选取现实中几段典型的夸张广告,相互比较,分析原因,说明作品中的广告拥有自己的艺术独立性——夸而不大。
For Zhang Ailing, many people only study from the perspective of literature. This article adopts the research method of combining literature with advertisement to explore the exaggerated advertisements of the hidden advertisement texts in Zhang Ailing’s works. These advertisements not only have the charm of art, but also have the essential characteristics of advertisement texts , But it is not simply a reflection of the reality of exaggerated advertising. First listed some of the works in the exaggerated advertising, and then select the actual few paragraphs of the typical exaggerated advertising, compared with each other, analyze the reasons that works in the advertising has its own artistic independence - boast rather than big.